Strategic Marketing in the Public Sector
Nancy Lee, MBA
Wednesday-Friday, April 29-May 1, 2009
Course Description
Though we may not call it marketing, most of us working in public-sector agencies make decisions and manage programs and people on a daily basis that impact revenue, funding, customer satisfaction, constituent perceptions, and public behavior. This three-day course will present a comprehensive overview of the major applications of marketing principles and techniques in the public sector, as well as the benefits of thinking and acting like a strategic marketer. We will begin by exploring the nature and components of the traditional marketing model, then move quickly to explore and understand the relevance and benefits of applying this model to the following: developing and enhancing agency programs and services, influencing public behavior change, forming private sector partnerships, managing public information and internal communications, creating and maintaining a desired brand identity, and improving customer satisfaction.
Learning Objectives
This course has been carefully designed to assist managers in public-sector and nonprofit agencies in applying traditional marketing principles and techniques to challenges faced by their agencies on a daily basis; challenges that include program development, agency reputation, private-sector partnerships, and customer satisfaction. At the conclusion of this course, participants will:
• Understand the major ways that marketing can support each of the following public-agency goals and objectives:
o Developing and enhancing programs and services
o Influencing positive public behavior
o Forming private sector partnerships
o Communicating effectively
o Having a positive image with key publics
o Satisfying customers
• Present marketing recommendations on how they could contribute to each of these agency goals and objectives.
• Know the key elements of strategic marketing planning.
• Believe that a customer-centered mindset is critical to success.
• Recognize the keys for success and some of the reasons for failure when developing and implementing marketing programs.
This course will use a variety of teaching methods including case studies, panel discussions, and study groups.
Lead Instructor
Nancy Lee has more than 25 years of professional marketing experience with special expertise in social marketing, strategic marketing planning, market research, and marketing communications. She is an adjunct faculty member teaching social marketing and marketing planning at Seattle University and the University of Washington. Nancy has held numerous corporate marketing positions including vice president and director of marketing for Rainier Bank and director of marketing for Children’s Hospital and Regional Medical Center in Seattle. Nancy is the coauthor with Philip Kotler of Social Marketing: Improving the Quality of Life and Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause and Marketing in the Public Sector: A Roadmap for Improved Performance.
Course Location, Dates, and Tuition
| Date |
Wednesday-Friday, April 29-May 1, 2009 |
| Course Times |
8:00a.m. to 4:30p.m. daily |
| Course Codes |
09Marketing |
| Tuition |
Early / Evans |
$1,180 |
| Regular |
|
| Early Registration Deadline |
February 28, 2009 |
| Cancellation Deadline |
April 8, 2009 |
| Location |
Talaris Conference Center, Seattle, Washington |
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